ADIDAS ORIGINALS - YOUR FUTURE IS NOT MINE

To launch the NMD, a new silhouette from adidas Originals, we needed to add a new dimension to the mostly nostalgic brand—the future. But the media paints a dystopian future.

To fight that notion we created a defiant anthem: “Your Future is Not Mine”. As the soundtrack to our launch film, the song heralded our message to the world. Viewers became hungry for a full length version, so when Grammy winning producer of the Weeknd, Illangelo, released the single it drove our campaign across multiple platforms, from events to outdoor.

Then the iconic new NMDs dropped. Within hours 400,000 pairs sold out, setting a new company record.

Originals created a track that lead the brand, and a generation, into the future. Their own future.